MIPCOM Content Everywhere: Music as a powerful brand influencer

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So I say
Thank you for the music, the songs I'm singing
Thanks for all the joy they're bringing
Who can live without it? I ask in all honesty
What would life be?
Without a song or a dance, what are we?
So I say thank you for the music
For giving it to me

You can’t beat ABBA for hitting the nail on the head, when it comes to the power of music. And I bet having read the chorus you can’t get the tune out of your head… which just goes to prove the immersive and sensory impact of a song, even when you don’t hear the actual music.

Music is evocative. Music is persuasive. Music is influential. Three huge reasons why the integration of music into a brand digital narrative is critical. And as I strolled along the Croissette where better than MIPCOM, which this year focused on ‘Content Everywhere’, to consider this?

The Digital Journey Symphony

Today's consumer journey is akin to a symphony, with numerous touchpoints harmoniously weaving together to create a memorable experience. Music, as the universal language of emotion, has the power to evoke feelings, memories, and associations, making it a potent tool for brands to tap into. From the first interaction with a brand's website to the final purchase, music can guide, influence, and enhance the customer journey.

Setting the Stage: Just as a symphony begins with an overture, a customer's journey can be framed by the initial digital encounter. Brands like Apple have mastered this art, using distinctive sound design to create a unique and instantly recognisable experience. The iconic Apple startup sound is a prime example of how a simple chime can set the stage for an immersive journey.

Building Anticipation: In the customer journey, anticipation is key. This is where data and CRM come into play. By analysing customer preferences and behaviours, brands can curate music selections that resonate with individual tastes. Using data-driven playlists can keep customers engaged, ensuring that the music they hear aligns with their preferences.

Emotional Resonance: Emotion is at the heart of every memorable experience. Think about Coca-Cola's "Open Happiness" campaign, where music is to create a sense of joy and unity. By leveraging CRM data to understand the audience, Coke crafted a musical narrative that struck a chord with consumers worldwide.

Brand Identity: Just as a composer's style is distinctive, a brand's musical identity can be a powerful differentiator. McDonald's "I'm Lovin' It" jingle is instantly recognisable, and its repetition in various touchpoints reinforces the brand's identity and message. Audio branding is incredibly powerful just ask Pearl & Dean and Intel.

Resolution: The customer journey often culminates in a purchase decision or call to action. We have previously written about the Peak End Rule (you can read our article here) and this can be reinforced through music, ensuring that the end is memorable. Luxury brands like Audi employ such tactics for instance using orchestral compositions in their ads to create a sense of sophistication and desire.

Data and CRM as the Conductor's Baton

However, to make music an integral part of the customer journey, brands must use data and CRM to conduct their symphony effectively. Here's how:

Personalisation: CRM data can provide insights into customer preferences, enabling brands to personalise the music experience. Whether it's tailoring playlists or recommending tracks based on past interactions, personalisation enhances engagement.

Consistency: Consistency in music selection across touchpoints strengthens brand identity. CRM tools can help ensure that the same musical themes resonate throughout the customer journey, reinforcing brand recognition.

Feedback Loops: Customer feedback and data analytics create a feedback loop that helps refine the musical choices over time. Brands can fine-tune their approach by gauging customer reactions and making data-driven adjustments.

The Power of a Musical Journey

The business case for incorporating music into the digital customer journey is clear: it enhances emotional connections, reinforces brand identity, and, ultimately, drives customer loyalty and engagement. Leveraging data and CRM allows brands to curate these musical experiences with precision.

MIPCOM’s “Content Everywhere," theme highlighted the growing importance of multi-platform distribution and the need for innovative digital content solutions. However, content everywhere is ultimately just noise; now is the time to make it engaging and meaningful with music.